Rebranding

 

It is unfortunately, all too easy to fall in to the trap of undermining your business, when the image you present, doesn’t match what you have to offer. Although presenting your business visually is effective, branding is more complex than just delivering a logo and some flashy pictures.

 

Your purpose for doing it?

 

Be clear about the purpose of why you wish to rebrand, and what you expect to gain from the exercise. This should predominantly be taken from your overall business and marketing plans.

 

What are your customers’ needs?

 

It is important to put your customers and prospective customers needs at the forefront of your thoughts. Remember, it’s what is important and relevant to them that will help you in the long run. To give you an insight into what your customers really want, do some ground work. A little research could save you from spending huge amounts of money on things that may not make any difference to your business whatsoever.

 

Complete change?

 

Rebranding may not require an extravagant overhaul of your whole business. In fact, a subtle change to better connect with customers may be all it takes to rejuvenate what has been lacking in your operation. Don’t underestimate the importance of goodwill to your existing customers; we wouldn’t want to offend them now would we?

 

Stay in control

 

Once you have made a decision to re-brand, you should make a plan to keep focused on the important points, and the tactics you intend to use. A plan will also help to ensure your project is implemented within a sensible budget, and that it also achieves what you have set out to do.

 

Beyond the logo

 

Customers will soon look beyond the shiny new logo and the flashy images. Brands encompass everything from experience, to customer care and environments. Remember, it’s not always about making a statement; it’s what’s important and relevant to the customer, and whether you can deliver it.

 

 

By Martin Huckle